Early days, but Apple Pay struggles outside U.S.
* Global turnover $10.9 bln last year, mainly in U.S.
* Tough challenge unseating Internet giants in China
* Popular with core iPhone users, otherwise varied
* Spurring development in untapped markets
By Matt Siegel, Jeremy Wagstaff and Eric Auchard
June 2 (Reuters) - More than 18 months after Apple Pay took the United States by storm, the smartphone giant has made only a small dent in the global payments market, snagged by technical challenges, low consumer take-up and resistance from banks.
The service is available in six countries and among a limited range of banks, though in recent weeks Apple has added four banks to its sole Singapore partner American Express ; Australia and New Zealand Banking Group in Australia; and Canada's five big banks.
Apple Pay usage totalled $10.9 billion last year, the vast majority of that in the United States. That is less than the annual volume of transactions in Kenya, a mobile payments pioneer, according to research firm Timetric.
And its global turnover is a drop in the bucket in China, where Internet giants Alibaba and Tencent dominate the world's biggest mobile payments market - with an estimated $1 trillion worth of mobile transactions last year, according to iResearch data. Continued...